So…Why Social Media? Listen Directly instead of Asking Social media gives you the ability to “spy” (legally and ethically) on potential and existing customers to learn what they think about a product/ service. Isn’t it way much powerful than handing out surveys in a mall?Traditional Marketing Research Directly learn it from your target’s conversatio

4 Again? What is Social
Media Forget about everything people have said about social media. Social media is just basic communication, like what you do everyday. Executives (and probably most “social media experts”) often focus too much on the channels. Facebook, Twitter, forums, blogs, podcasts, pictures, and videos are just channels, a bride to communicate with targets. Think about these channels as languages, they can be mastered easily but content and value of the conversation is all it matters. As Seth Godin said on his blog, “It's a process, not an event.” In business, companies shouldn’t invest in social media for quick results, it’s a process to build relationship with potential clients, and maintain good relationship with existing customers. Prepared by: Tim Ho

6 Again? What is Social
Media Common Mistake: Tactics before Strategy Most brands (and many agencies) focus way too much on social media tactics, such as launching Facebook pages, Twitter, creating apps, and trying to create viral videos (Gray section on previous slide). Some might get lucky and create buzz, but it’s very risky to be too focused on tactics. Tactics should come last after building a solid foundation of brand image, personality, and engagement online. Prepared by: Tim Ho

11 So… Why Social Media?
Why invest in social media if it’s just a “process” while there are other media like TV ads, magazine ads and online ads that shows quicker impact? There are tons of reason for it, but the biggest reason would be, can you afford not to? As I mentioned from last chapter, social media is just the same as basic communication. In business, social media shouldn’t play the role in direct selling, it should instead influence viral conversations, build brand awareness, improve customer service and engage with your target as a “friend”. When making purchase decisions, would you trust a friend, or an advertisement? Prepared by: Tim Ho

15 So… Why Social Media?
Listen Directly instead of Asking Social media gives you the ability to “spy” (legally and ethically) on potential and existing customers to learn what they think about a product/ service. Isn’t it way much powerful than handing out surveys in a mall? Traditional Marketing Research Directly learn it from your target’s conversatio Prepared by: Tim Ho

16 So… Why Social Media?
Cost Effectiveness 09 18th December 20 Think about how much more Pepsi can do online without spending on buying media space! Prepared by: Tim Ho

20 Lastly… No’s in Social
Media Don’t do an OK job Don’t be on social media just because it’s there, if it’s part of the marketing plan, make sure there are enough resources and labour to impress your targets. For instance, if there’s a blog, make sure it’s well planned and updated often. Prepared by: Tim Ho

22 Lastly… No’s in Social
Media Don’t rely on “Social Media Gurus” Do not judge someone’s knowledge in social media strategy based on the number of his/her followers and fans. They might be good targets who can help you spread the words and become ambassadors, but that would happen at the tactic stage. Social Media Gurus are more like channels or publications, they don’t necessarily have the capability to create a real strategy. Social media is not just about numbers. Prepared by: Tim Ho

24 Lastly… No’s in Social
Media Don’t lie, don’t pretend Be transparent! In social media, companies can no longer over-promise/ be fake. Lies can get caught and get spread hundred times faster online. A brand can give a better image to the public by being transparent and show them who they really are. Prepared by: Tim Ho Image: miss_bling on Flickr

25 Lastly… No’s in Social
Media Don’t be afraid to over-share Share everything, on different channels! Everything that might interest your targets, such as pictures of the office, live tweets during an event, videos, articles and live streaming. It’s not the same as advertisements, people don’t get annoyed by your interesting/ valuable content about the brand. Prepared by: Tim Ho Image: domndi on Flickr

Blog - Tim Ho htt
Twitter p://www.tim- -h ho Facebo ttp://twitter.c .com om/tim ok - htt ho Tim Ho is a Digital Strategist in 360 Digital p://face book.c Influence of Ogilvy PR. Currently based out of om/tim ho Hong Kong, working on a Regional level in Asia- Pacific for Digital Media Strategies. Tim has over 5 years experience in Digital Marketing and Web Designing. With his art and design background, Tim differentiates himself with his creativity and simple ideas in problem solving.